unchARTed
A multi-year arts program and public awareness campaign transforming a retail center into Sacramento's creative hub.
01 — THE CHALLENGE
How do you make a shopping mall synonymous with culture? unchARTed wasn't a one-off activation — it was a seven-year commitment to building a living, breathing arts program inside a commercial space.
“Seven years of showing up. That's what builds trust.”
02 — THE APPROACH
The campaign invited patrons to experience Arden Fair through arts and culture with free artful activations. Strategy focused on local artists, accessible art, fair compensation, and diversity & inclusion. Services included R&D, annual planning, brand development, content, collateral design, billboard/advertising, event production, film & photography, strategic sports relations, PR, and community collaboration.
03 — THE OUTCOME
Print impressions: 2,246,000+. Billboard impressions: 6,424,000+. Transit impressions: 56,556,864+. IMAX impressions: 3,900,000+. Influencer partnerships: 15+. Email impressions: 213,850+. Social media impressions: 1,800,000+. 19 local artists featured. 9 events produced.
NEXT PROJECT
Planned vs Reality with Elementum
Elementum — Digital Development